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This year, out of a thousand submissions, the jury of the KTR 2022 competition awarded 159 projects with 41 golden, 65 silver and 53 bronze swords across four categories. The campaign prepared by Tyskie, owned by Kompania Piwowarska, was recognized in three thematic categories: Out of Home – Ambient, Direct & Targeting – Ambient i PR – Product & Brand.
The Tyskie train arrived in December 2021 in Żywiec with a barrel full of freshly brewed beer for one of the local pubs. The photo of Tyskie’s train at a platform in Żywiec quickly went viral, and the post about this unusual visit on the brand’s profile was liked over 75 thousand times.
We are happy that the idea of switching to TY regardless of the compartments not only won the hearts of thousands of internet users, but also was recognized by the jury of the KTR 2022 competition. The recognition of KTR is very important for us and it motivates us to execute even more non-standard campaigns, as we believe in creativity that impacts all of the brand’s activities – says Paweł Drubkowski, Tyskie Brand Manager.
The “Christmas train with Tyskie in Żywiec” campaign was prepared by the Tyskie brand team, consisting of: Małgorzata Komańska, Jakub Michalski, Paweł Drubkowski, Łukasz Kling, Emilia Przebinda, Anna Robak, Tycjan Lewandowski in cooperation with the following agencies: Gong, The Production and Huta 19 im. Joachima Fersengelda.
The KTR competition awards creativity, boldness, distinct communication, unconventional ideas and relevance of used tools, media and topics. The best campaigns are selected across four categories: Communication, Design, Technology and Craft. The organizer of the KTR competition is the SAR Marketing Communication Association established in 1997.
